Jade Maddox - Personal Portfolio

Intercontinental Hotels Group

Web & Mobile Web UI

The UX Studio is an internal design team within IHG that not only creates innovative designs, but also creates thorough brand standards, upholds the integrity of each brand under our umbrella, enforces web accessibility with WCAG, and user test certain UI enhancements to help push the needle in driving direct revenue.

Within the UX Studio, as the Senior Designer, I lead efforts for the Testing and Optimization (TAO) team's designs. Within TAO, I was able to produce various multi-million dollar campaign designs as well as increasing the membership enrollment with multiple rounds of success. I was also the lead designer on various Forward Development and Small Enhancement projects.

Clients:IHG, Intercontinental, Mr. & Mrs. Smith, Atwell Suites, EVEN, and more
Industry:Hospitality
Services:UI Design & Design Direction
Date:2019-2020

Where To Next?

Intercontinental - Web Redesign

Discover how to were able to fix various UX problems with a simpler design by eliminating distractions, pulling information to the forefront and emphasizing more on the content our guests were looking for.
View Project

Mr. & Mrs Smith - Web Redesign

Learn more about how I transformed a design from an existing deliverable and created a end result that our stakeholders absolutely loved - they loved it so much, they reminded me at every meeting.
View Project

Atwell Suites - Design Direction

Dive into my version of an editorial design direction that focuses more on the stay and less on the filler.
View Project

Testing & Optimization. Being able to propose new ideas and get real-time data from it.

My Role

I led the design and individual project management for the UX Studio + TAO team. I executed and oversaw nearly all designs, as well as the development refinement meetings and demos. As a team of three, we had a UX Architect who laid the foundation and a UX Lead to work with our business shareholders to help us propose small incremental ideas that could push the needle.

Our Results

After a mere six months of being aligned with this new team, we were able to establish a clear ways of working, introduce prototypes and style guides to the development team, and most importantly we were able to generate an additional 10M in revenue per campaign across two tests alone.

What Kind of Tests Were Performed?

We created tests that we essentially A/B sometimes A/B/C where we funneled half of our users to one experience and the other half to the control to see in real time data which experience performed better. Most of our tests were introduced on desktop because that is where the majority our customers shop, then if they won - we would push out a test for mobile view or if the test was outstanding, all viewports went directly into implementation.

What Brands Did You Test?

We primarily tested IHG Brand Home, Holiday Inn, and Holiday Inn Express because those brands are our largest sources of traffic. We occasionally tested on mid-scale and luxury brands like Crowne Plaza, Kimpton, and Intercontinental.

“Jade is such a pleasure to work with and the improved conversion rates that result from her efforts make it even better. She approaches every challenge with a great attitude, a keen eye and great attention to detail. Her creativity and focus on the business objectives immediately improved the work of the Testing and Optimization team.”

-Clarke Scott, Sr. UX Architect

Noteably, I worked on many of initiatives that helped enhance IHG as a whole like creating transportation pages for all brands, which produced a 4% increase in bookings.

I was also able to influence more projects like the EVEN Hotel Details Rooms page, which needed a lift because this content was being neglected by our hotel owners, so we created a better layout, created standard images and image structures for each room type, and generated basic copy that was standard across the board so that there would always be some information available.